What-Franchise-Issue-20.1

SHAMIMMIAH, Yolé, London Business ownership was not a new journey for ShamimMiah when he opened his first Yolé store in London in 2021. The entrepreneur had already owned and operated a retail clothing and confectionary business inVatican City for several years. However, when the time came for Shamim to relocate to the UK, he decided to sell some of his Italian portfolio and establish a business on British soil. “Given my unfamiliarity with the UK business landscape, I found franchising the ideal starting point,” says Shamim, who made the decision to invest in international frozen yoghurt franchiseYolé. “Initially, I opened a bricks and mortar store as the first UK franchisee of Yolé, located on Shaftesbury Avenue,” he says. “I was enthusiastic about having multiple points of presence, so I decided to complement my store with a kiosk inWestfield, one of the most prestigious shopping centres.” TheWestfield, located in Shepherd’s Bush, suited Shamim’s strategy to capitalise on high footfall, a diverse consumer base, and a well-loved area. “Being in a shopping centre offers advantages such as consistent foot traffic, especially during peak shopping times, and a controlled environment that mitigates weather-related issues which can affect outdoor or high street locations,” he explains. However, despite commercial benefits of setting up shop in a retail hotspot, there have been hurdles. “A challenge has been navigating the restrictions of shopping centre leases and managing the logistics of home deliveries in such environments,” says Shamim. Opting to lead the charge onYolé’s UK franchisee efforts, while also navigating the business world in a second language, presented additional challenges, which emphasised the importance of leaning into the brand’s support system. “As the first franchisee, building brand awareness was a challenge, but with robust marketing support from the franchise and high footfall locations, we’ve achieved success,” he says. “My operations manager has been instrumental in supporting me with translations.” Now, Shamim’s Yolé stores have continued to see an ongoing increase in demand. “The most rewarding aspect has been the significant year-over-year growth, with 40% increase in May 2024,” he explains. “We have a loyal customer base who love our brand and have their favourite regular choices. Because our desserts are healthy, customers can visit as often as they like, sometimes several times a week.” Having now witnessed the upward trajectory of the brand, Shamim feels the kiosk which can be found on ground floor of the shopping centre could have benefitted from being even bigger. “If I could go back, I would opt for a slightly larger store and kiosk spaces to accommodate our growing and evolving menu,” he says. “Additionally, I would have conducted more research on the specific location within shopping centres, as some areas are more suitable than others.” However, this hasn’t perturbed Shamim from investing further in the kiosk space, propelled by his business philosophy of ‘dream big and go and get it’. “This mindset drives me to take bold steps, innovate, and continuously strive for excellence,” he says. “My goal is to expandYolé’s presence by opening more kiosks in strategic locations.” This expansion will help us reach more customers and continue to grow the brand.” Yolé sells zero sugar ice cream and healthy frozon yoghurts. It also provides dairy free options. The menu comprises its signature cups, waffle bowls, cones, bubble waffles, and drinks. Shamim’s Yolé kiosk is located on the ground floor of WestfieldWhite City - the largest indoor shopping centre inWestern Europe. His other bricks and mortar location is based in the heart of London, in the iconic Shaftesbury Avenue. “The most rewarding aspect has been the significant year-over-year growth, with 40% increase in May 2024” – ShamimMiah 63 WHAT-FRANCHISE.COM Interv iew | FEATURE